Axe Turns Tables on Construction Worker Cat Calls

While women might hate getting cat calls from construction workers, men, on the other hand, love any attention they can get and stench-maker Axe is taking advantage of this in a new Bom Chika Wah Wah promotion that has females dressed as construction workers cat calling men as they walk by. Ask A Copywriter was one of the unfortunate (fortunate?) to experience this ritualistic name calling and snapped a shot of the lovely cat callers who were dressed in denim shorts and stylized construction vest tops.

This new role reversing, double standard-mocking trendlet is, apparently, gaining steam after Crispin Porter + Bogusky made use of it in a reverse sexual harassment campaign for Haggar. So it seems it's all come full circle. Up until feminists put men in their place for treating women as second class citizens for so long, women in advertising were forever portrayed as refrigerator adornments. Then, courtesy of Verizon and others sympathetic-to-the-female-cause companies, men were portrayed as blithering idiots incapable of performing even the simplest of tasks. Now, in a role-reversing mashup, both sexes mock the other by switching places which, of course, makes it all OK because, you see, it's educational to step into the shoes of another, right?

We're guessing the next step will be to portray both men and women as incapable buffoons all because men and women have become so overly sensitive to the other sex's needs with the kids having to step in and take charge. If the kids don't slap some sense into us, the human race will devolve into a cacophony of bleating politically correct "I'm sorrys" and "No, I'm sorrys" as a result of each sex over compensating for and over analyzing the other sex's sensitivities. Eesh. Makes the fifties sound blissfully simple.

Written by Steve Hall    Comments (4)     File: Good, Guerilla, Opinion, Trends and Culture     Jun-13-07